Ideas
are the heart of the main theme of one's writing along with
the accompanying details that enrich and develop that theme.
Ideas are strong when the message is clear, not garbled. The
writer chooses details that are interesting, important, and
informative &emdash; often the kinds of details the reader would
not normally anticipate or predict.

Successful
writers do not tell readers things they already know. They give
new insight into an area or relay information in a fresh way.
Descriptions or character development in a story are shown through
example, rather than just told in fact.

Organization

Organization
is the internal structure of a piece of writing. It's what carries
the reader from beginning to middle to end.

In
fictional writing, organization is simply the ability to sequence
a story's parts so that they make sense. The piece begins meaningfully
and creates in the reader a sense of anticipation that is ultimately,
systematically fulfilled.

Organizational
structure in an expository piece of writing can be based on
comparison-contrast, deductive logic, point-by-point analysis,
development of a central theme, chronological history of an
event, or any of a dozen other identifiable patterns. Events
proceed logically; information is given to the reader in the
right doses at the right times so that the reader never loses
interest or the "big picture" that the writer is driving at.

Connections
are strong, which is another way of saying that bridges from
one idea to the next hold up. The piece closes with a sense
of resolution, tying up loose ends, bringing things to closure,
answering important questions while still leaving the reader
something to think about.

Voice

The
voice is the writer coming through the words, the sense that
a real person is speaking to us and cares about the message.
It is the heart and soul of the writing, the magic, the wit.

Good
writers can vary their voice depending on the purpose of the
message. For instance, a love letter carries a different tone
than a letter to one's lawyer. A good writer also varies his
or her voice with the form of writing being used at the time
&emdash; expository, persuasive or descriptive &emdash; and
then within that category to set the correct mood. Correct voice
is largely a factor of correct word choice, but other factors
are involved, as well, such as length of the sentences and the
flow of those sentences.

When
a writer's voice come through, we feel that we're hearing an
argument from an authority, or a story from the viewpoint of
someone who was there. When the writer is engaged personally
with the topic, he or she imparts a personal tone and flavor
to the piece that is unmistakably his or hers alone.

Word
choice

Word
choice is the use of rich, colorful, precise language that communicates
not just in a functional way, but in a way that moves and enlightens
the reader. In a descriptive piece, creative word choice paints
clear pictures in the reader's mind. In expository writing,
strong word choice clarifies and expands ideas. In persuasive
writing, careful word choice moves the reader to a new vision
of things.

Correct
use of word choice is characterized not so much by an exceptional
vocabulary that impresses the reader, but more by the skill
to use everyday words well. The writing is striking, yet natural.

Sentence
fluency

Sentence
fluency is the rhythm and flow of the language, the sound of
word patterns, the way in which the writing plays to the ear.
Good writing is free of awkward word patterns that slow the
reader's progress. Sentences vary in length and style, and are
so well crafted that reading aloud is a pleasure. Dialogue sounds
natural and rings true in the reader's ear.

Conventions

Conventions
are simply those rules of grammar and punctuation that make
one's reading readable. There is evidence of editing and proofing
in a finished piece of writing such that the spelling, paragraphing
and and punctuation are mostly correct, even on harder words
and longer sentences.